Industry
Services
The Challenge
BURGER KING® had $100,000 to give back to the communities in Baton Rouge and New Orleans, LA. With over 17,000 worthy charitable organizations to choose from, the question wasn’t “who deserves it,” but “how do we decide?” Zehnder’s team built on the BURGER KING® concept “Have It Your Way” by inviting community members themselves to choose, support, and campaign for causes they believed in. Via an internet microsite and text messaging, Campaign For Your Cause™ allowed locals to nominate and ultimately vote on the recipients of the donation.
The Strategy
Zehnder capitalized on the buzz-worthiness of the campaign, garnering public relations coverage from regional media outlets. We secured nearly an hour of total television coverage, two total hours of radio coverage, over 260 column inches of print coverage, 60+ website/blog mentions, and approximately 3,500 radio promos.
The Results
Participation was through the roof in this successful extension of the brand promise to local communities. Across both the Baton Rouge and New Orleans markets, 476,000 people decided to Have It Their Way and vote for more than 4,000 separate causes. Campaign For Your Cause™ generated 100,000+ nominations and over 580,000 votes were cast. The campaign further solidified the reputation of BURGER KING® as a generous supporter of the communities it serves.
Dive in with Z
Zehnder is always on the lookout for great collaborators. From clients aspiring to drive sustainable growth to fresh talent hoping to join the team, we welcome you to drop us a line. We’ll be in touch!
